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7 Media Myths That Will Kill Your Campaign

Myth #1: A good news release is all you need to get "ink"

The days of the "one size fits all" news releases are gone. Now itís all about customizing and knowing what the media target youíre pitching is looking for. Making one release isnít a bad idea, but use it as a starting point, not the final message.

Myth #2: Mention your book every chance you get

The surest way to kill an interview (and your chances of getting asked back) is when you mention your book over and over. When you say things like: "as I wrote in my book," you'll cheapen your message and make it look too sales-like. Viewers hate being sold, just give them solid information and theyíll buy your book because theyíll want to know more.

Myth #3: You must answer every question the media asks you

Despite all your research and expertise, you canít expect to know everything. If you donít know an answer, donít lie or speculate. Itís much better to say: "You know, I donít know the answer to that question, but Iím happy to look into it and get back to you," than to make up a story that will make you (and the reporter) look bad.

Myth #4: You can use advertising dollars to influence media interviews

If youíre trying to get some airtime or print placement, do not ever allude to buying ad space in order to get them to commit to an interview. This is a completely unethical thing to do, conversely, if someone is trying to get you to buy an ad in order to be considered for their publication or program, run for the hills.

Myth #5: Use big, complicated words; theyíll make you sound savvy

Itís unfortunate, but the "dumbing down of America" is a necessary trend and one you shouldnít overlook. Do not use complicated industry jargon to impress your audience (unless youíre speaking to industry experts), you will only confuse them and alienate the person interviewing you.

Myth #6: Emotion is a bad thing

Marketing fact: People buy on emotion. Whether itís happy, sad, or angry. Make them feel something and youíll send them straight to your web site to buy your book. Now Iím not suggesting that you fall apart on camera, but emotion is a good thing. Look human! If itís a subject that youíre passionate about, look passionate! If itís a terrible thing you went through that youíre writing about, let your audience "feel" that emotion right along with you!

Myth #7: You should never even consider doing an interview without media training

Donít get me wrong, media training is a great thing, but media training without the proper interview prep work can lead to a disaster. For example, donít assume because youíre media trained that you can survive any interview without researching the show or publication. Even worse, donít put all your focus on your media training and then forget to update your data to support your interview.

Submitted by:

Penny Sansevieri

Penny C. Sansevieri, CEO and founder of Author Marketing Experts, Inc., is a book marketing and media relations expert whose company has developed some of the most cutting-edge book marketing campaigns. Visit AME


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